Associated Assessment Criteria for Exit Level Outcome 1:
1. Demonstrate in-depth knowledge of the role of how strategic thinking underpins the development of idea, message and media opportunities.
2. Apply logic thinking and argumentation within a given brand context.
3. Demonstrate a critically applied understanding of using strategic thinking as a tool for developing strategic innovation within the South African business environment.
Associated Assessment Criteria for Exit Level Outcome 2:
1. Demonstrate in-depth knowledge of strategic conceptual thinking.
2. Demonstrate knowledge and in-depth understanding of creative conceptualisation within a strategic thinking paradigm.
Associated Assessment Criteria for Exit Level Outcome 3:
1. Identify the relevant tools that can be used within the relationship between the consumer and the brand.
2. Demonstrate knowledge of the channels available when building a relationship with the consumer.
Associated Assessment Criteria for Exit Level Outcome 4:
1. Demonstrate knowledge of the nature of the South African brand communication industry.
2. Explain the trends affecting the South African brand communication industry.
3. Identify, explain and apply the concept of Integrated Brand Communication and how it has manifested within the South African branding environment.
Associated Assessment Criteria for Exit Level Outcome 5:
1. Demonstrate a critical understanding of the formulation of research parameters and the relevance thereof when conducting research.
2. Demonstrate a critical understanding of generating a workable research design.
3. Illustrate the ability to gather and process data.
4. Demonstrate the ability to present research findings.
Associated Assessment Criteria for Exit Level Outcome 6:
1. Demonstrate the ability to integrate research results and generate insights.
Associated Assessment Criteria for Exit Level Outcome 7:
1. Identify and explain the relevance of context and channel in brand communication.
2. Demonstrate knowledge of consumer culture and how that can impact brand decision making.
3. Explain the relevance of alternative media and the value thereof in the current branding environment.
Integrated Assessment:
The Independent Institute of Education (Pty) Ltd practices a system of integrated assessment, in terms of which students are assessed using different methods and instruments allowing the illustration of applied competence across modules.
Assessment of competence is done via a fair, valid, reliable and transparent system of integrated formative and summative assessment methodologies, tools and procedures. The integrated assessment practice assesses the integration of theory with practice as well as the transfer of skills during the experiential learning component. These techniques thus assess applied competence, demonstrated understanding and achievement of outcomes.
Assessment Methods:
Different Assessment Instruments for This Programme.
Instrument; Methods: Observation; Product evaluation; Questioning written/oral:
Portfolios;
Simulations; Y; Y; Y.
Written examinations; N; Y; Y.
Practical examinations; Y; Y; Y.
Oral examinations;
Assignments; Y; Y; Y.
Classrooms presentations; N; Y; Y.
Participation in group discussions; N; N; Y.
Mid-term tests; N; Y; Y.
Class tests; N; Y; Y.
Case studies; N; Y; Y.
Practical exercises/demonstrations: N; Y; Y.
Projects; Y; Y; Y.
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